Hi and thank you for joining our webinar today – “The Business Case for Employer Branding”
We encourage you to join the conversation online using our hashtag, GDChat.
-Reviews and Ratings are so popular that they are becoming the base of many business models. -They’re becoming more and more relevant from companies like Amazon, TripAdvisor and Yelp. -Since 1995 decisions have been made on reviews! *need to source
-We all know that where you work is one of the most important decisions you’ll make in your life. - And your candidates feel the same way. -There are many factors that play into why somewhere is a best place to work and why we’d apply to a job
69% would not take a job with a company that had a bad reputation, even if they were unemployed!
84% would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation. And most in $75-100K salary range would only require a 1-10% salary increase to consider such a move (Allegis Group Services Study, Aug 2012: 1,010 US workers)
Job applicants have access to more information about potential employers than ever before. Candidates can now weigh their options, comparing benefits and salary, and decide which opportunity and employer are right for them. It’s as much about the candidate interviewing you nowadays as you are them.
Now when top talent comes in for an interview, you can think about why this company is a best fit for them, Maybe do research on what company they came from and let them know how your company is better in those areas.
I’m not sure if some of you on the line are aware, but HubSpot has an amazing culture code that they developed and I read it recently. In there they say that “Culture is to recruiting as product is to marketing” Customers are attracted by product. Your talent is attracted to great culture.
This is very true when you’re thinking of developing your employer brand or trying to sell it to key stakeholders.
*Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
Break this down even further. Read them out.
Another tool I’d like to point out is that you can also filter on Glassdoor under the Interview tab in the Employer Center by Declined offers. This can really help gain insight into why positions might be declined and why.
Why invest in your employer brand?
-According to a 2014 CEB report, employers that invested in employer branding reported a 54% increase in the quality of their talent pool.
-The first thing a candidate does before they apply to a company is research what it’s like to work there.
I know I did this with the different companies I worked for and especially right after I exited college. Going to research you anyway to see what you do, can research what it’s like to work there too.
I recommend doing some google searches and put yourself in the candidates shoes. See what comes up and see how candidates are actually consuming the info that’s out their on your company.
Are you attracting the types of people you’d want to come work for you?
There are additional resources that are available online. Everyone in the audience – this is where I feel like Oprah – everyone in the audience is going to get a copy of Employer Branding for Dummies *applause* ah, you’re awake that was exciting! Everyone outside is going to get a copy of Employer Branding for Dummies, it recently won an award for one of the best pieces of content in the industry published in 2014 so we’re really proud of that. Lars Schmidt did the forward, he’s currently the founder of Amplify Talent, he was previously the Head of Talent Acquisition and Branding at NPR and then did work with SpaceX and some other companies. So we’ve got plenty of resources if you go to employers.glassdoor.com. You’ll find everything from webinars on demand to free ebooks and guides. We’re really trying to create a portal that employers can use as a place for thought leadership so I would encourage you to go there. Again that’s employers.glassdoor.com.
US Glassdoor Demo Day: Managing Your Employer Brand
Glassdoor Demo Day
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Team Lead, Sales Development
Reviews and Ratings Help Inform Decisions
Since 1995 decisions have been made on reviews…
of job seekers say it’s
important to work for a
company that embraces
Candidates Are Hungry for Information
to learn a lot
can be tough
Stock & Health
“Exceptional benefits package.
Great stock and health options”
“Make sure to research
companies growth strategy”
Software Dev Engineer
107k (1,448 Salaries)
“Opportunity like nowhere else”
Candidate Behavior Today
83% of recruiters describe today’s
talent market as candidate-driven.
Candidates are wary of employer
Employees are 3X more credible than
the CEO when talking about work
75% turn to peers before making their
own decisions about a brand.
Innovation and the Earned Brand, Edelman, 2015
Trust Barometer, Edelman, 2014
Recruiter Sentiment Study, MRINetwork, 2014
Fastest Growing U.S. Job Site
As compared to LinkedIn.com, Indeed.com, Monster.com and CareerBuilder.com
4 in 5 Glassdoor users are actively looking
for jobs or open to better opportunities
Glassdoor U.S. Site Survey, October 2014
Custom-defined ranking, based on avg. monthly unique visitors. ComScore
MediaMetrix Multi-Platform Reports, Sept ‘13 – Aug ‘14 and Sept ‘14 – Aug ‘15
Nearly 10M Reviews on
Glassdoor Internal Data, September 2015
“Your brand is what other
people say about you when
you’re not in the room.”
Jeff Bezos – Founder & CEO, Amazon.com
Where you work
is one of the
most important decisions
you’ll make in your life.
would not take a job with
a company that had a bad
reputation, even if they
Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
High Brand Awareness
More Job Offers Accepted
Revenue Goes Up
More Quality Applicants
Higher Number of Referrals
Low Brand Awareness
Poor Referral Programs
Tech Finance Healthcare Retail Media
Delivering Results Across Industries
51% Increase in Awareness
10 Hires in 6 Months
increase in the quality
of the candidate pool54%
According to a 2014 CEB report
Employers that invested in employer branding reported…
• Increase Brand
• Target Candidates
• Diversity & Inclusion
• Share Your Story
• Eliminate Competitors’
• Feature Your Open
• Source Quality Applicants
• Demographic Targeting
• Recruit across channels
• Track overall brand
• Analyze employee
• Benchmark against